“中国梦”系列平面公益广告中多模态隐喻的认知研究
论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2017-08-23编辑:lgg点击率:6430
论文字数:38956论文编号:org201708171913479607语种:英语 English地区:中国价格:$ 66
关键词:英语毕业论文平面公益广告多模态隐喻认知研究
摘要:本文是英语毕业论文,研究发现,“中国梦”系列平面公益广告通过图文两种模态构建旅行隐喻、节日隐喻、游戏隐喻和农耕隐喻,以传达中国梦的相关理念。
Chapter One Introduction
1.1 Research Background
Over the past 30 years, the thinking and conceptual nature of metaphor has been commonly acknowledged in linguistics, which is also amply underpinned by innumerable verbal facts. However, since “metaphor is primarily a matter of thought and action and only derivatively a matter of language” (Lakoff & Johnson, 1980:153), the CMT, relaying almost exclusively on the patterns detectable in verbal symbols, must be incomplete or needs to be further validated, as there are other communicative modes or manners such as sounds, colors, lines, layouts, and so on, for human beings to construct and express concepts than language alone (Forceville, 1996, 2006, 2008). Aiming at this issue, a group of scholars, guided by Charles Forceville, have begun to absorb nutrition from other disciplines and been committed to expanding the study of conceptual metaphor that is confined in pure linguistic field to the interdisciplinary multimodal research platform, since the late 1990s. The rise of multimodal metaphor study can be attributed to the following three factors: The first is the shortage of pure verbal metaphor research in the field of cognitive linguistics. Now that “metaphor is pervasive in everyday life, not just in language but in thought and action”(Lakoff & Johnson, 1980: 4), the study of conceptual metaphor must be expanded into other communicative modes than language alone; The second is the research shift to multimodal discourse, caused by the popularity of multimodal communicative modes. After entering the 21st century, the multimodality of human communication has been maximally utilized by information technology, and various kinds of media and symbols such as pictures, texts, sounds, layouts and so on, are jointly applied to fully exert the synergy of senses, transmitting information and exchanging emotions. The research of multimodal metaphor can give a cognitive explanation about the aesthetic experience and persuasive function brought by the metaphorical multimodal discourse. The third is the interdisciplinary research trend, emerging at the end of the 20th century in humanities, which serves as a macro context for multimodal metaphor study.
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1.2 Research Purpose and Significance
The purpose of this
thesis is to study the modal con
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